{"id":1999,"date":"2019-09-13T13:57:27","date_gmt":"2019-09-13T11:57:27","guid":{"rendered":"https:\/\/www.marketingmapy.com\/?p=1999"},"modified":"2022-05-23T12:59:24","modified_gmt":"2022-05-23T10:59:24","slug":"sprava-ppc-kampani-co-delat-jak-casto","status":"publish","type":"post","link":"https:\/\/www.marketingmapy.com\/cs\/sprava-ppc-kampani-co-delat-jak-casto\/","title":{"rendered":"Spr\u00e1va PPC kampan\u00ed &#8211; co d\u011blat a&nbsp;jak \u010dasto?"},"content":{"rendered":"<p>Nesta\u010d\u00ed PPC reklamu jen spustit a&nbsp;nechat b\u011b\u017eet. Co v\u0161echno obn\u00e1\u0161\u00ed <strong>spr\u00e1va a&nbsp;optimalizace PPC kampan\u00ed<\/strong>? Jak \u010dasto reklamu optimalizovat? Pono\u0159te se do PPC sv\u011bta, nastavte si rutiny, inspirujte se.<\/p>\n<p><!--more--><\/p>\n<p>PPC reklama \u017eije. Ka\u017ed\u00fd den p\u0159ib\u00fdvaj\u00ed nov\u00ed inzerenti a&nbsp;nov\u00ed u\u017eivatel\u00e9. M\u011bn\u00ed se cena za proklik, p\u0159ib\u00fdvaj\u00ed p\u00e1dn\u011bj\u0161\u00ed argumenty konkurent\u016f v&nbsp;inzer\u00e1tech, p\u0159ich\u00e1zej\u00ed novinky v&nbsp;PPC syst\u00e9mech, m\u011bn\u00ed se pravidla.<\/p>\n<p><strong>Pro\u010d pravideln\u00e1 spr\u00e1va PPC?<\/strong><\/p>\n<ul class=\"fa-ul\">\n<li><i class=\"fa-li fa fa-check\"><!-- icon --><\/i>Relevantn\u011bj\u0161\u00ed reklama ve vyhled\u00e1v\u00e1n\u00ed.<\/li>\n<li><i class=\"fa-li fa fa-check\"><!-- icon --><\/i>Investice do kampan\u00ed, kter\u00e9 pln\u00ed c\u00edle (p\u0159in\u00e1\u0161\u00ed objedn\u00e1vky).<\/li>\n<li><i class=\"fa-li fa fa-check\"><!-- icon --><\/i>Viditelnost na p\u0159edn\u00edch pozic\u00edch pro obchodn\u011b d\u016fle\u017eit\u00e9 fr\u00e1ze.<\/li>\n<li><i class=\"fa-li fa fa-check\"><!-- icon --><\/i>Sni\u017eov\u00e1n\u00ed n\u00e1klad\u016f za proklik na web.<\/li>\n<li><i class=\"fa-li fa fa-check\"><!-- icon --><\/i>Hl\u00edd\u00e1n\u00ed rozpo\u010dtu.<\/li>\n<li><i class=\"fa-li fa fa-check\"><!-- icon --><\/i>Testov\u00e1n\u00ed nov\u00fdch v\u011bc\u00ed &#8211; PPC reklama se vyv\u00edj\u00ed hrozn\u011b rychle.<\/li>\n<li><i class=\"fa-li fa fa-check\"><!-- icon --><\/i>R\u016fst, vy\u0161\u0161\u00ed tr\u017eby, zvy\u0161ov\u00e1n\u00ed brandu.<\/li>\n<li>Reakce na m\u011bn\u00edc\u00ed se sortiment e-shopu, c\u00edle inzerce a&nbsp;dal\u0161\u00ed zm\u011bny v&nbsp;pr\u016fb\u011bhu \u010dasu.<\/li>\n<\/ul>\n<div class=\"odstavec-uvodnik\">\n<p><strong>Obsah<\/strong><\/p>\n<ul>\n<li><a class=\"kotva\" href=\"#kJednorazove\">Jednor\u00e1zov\u00e9 \u010dinnosti &#8211; aneb co nastavit do za\u010d\u00e1tku<\/a>.<\/li>\n<li><a class=\"kotva\" href=\"#kRutinaPPC\">Opakovan\u00e9 rutiny v&nbsp;PPC<\/a>:\n<ul>\n<li><a class=\"kotva\" href=\"#kTydenniSpravaPPC\">t\u00fddenn\u00ed spr\u00e1va PPC<\/a>,<\/li>\n<li><a class=\"kotva\" href=\"#kMesicniSpravaPPC\">m\u011bs\u00ed\u010dn\u00ed spr\u00e1va PPC<\/a>,<\/li>\n<li><a class=\"kotva\" href=\"#kKvartalniSpravaPPC\">kvart\u00e1ln\u00ed spr\u00e1va PPC<\/a>,<\/li>\n<li><a class=\"kotva\" href=\"#kPulrocniSpravaPPC\">p\u016flro\u010dn\u00ed spr\u00e1va PPC<\/a>,<\/li>\n<li><a class=\"kotva\" href=\"#kRocniSpravaPPC\">ro\u010dn\u00ed spr\u00e1va PPC<\/a>.<\/li>\n<\/ul>\n<\/li>\n<li><a class=\"kotva\" href=\"#kNahodilaSpravaPPC\">Nahodil\u00e9 \u010dinnosti<\/a>.<\/li>\n<li><a class=\"kotva\" href=\"#kZaver\">Z\u00e1v\u011br<\/a>.<\/li>\n<\/ul>\n<\/div>\n<h2 id=\"kJednorazove\">Spr\u00e1va PPC kampan\u00ed &#8211; jednor\u00e1zov\u00e9 \u010dinnosti<\/h2>\n<p>&#8230;aneb co nastavit do za\u010d\u00e1tku.<\/p>\n<h3>Google Ads \/ Sklik skripty<\/h3>\n<p>Vyu\u017e\u00edvejte PPC skripty. Pomohou v\u00e1m p\u0159i spr\u00e1v\u011b kampan\u00ed.<\/p>\n<p>Nainstalujte si minim\u00e1ln\u011b n\u00e1sleduj\u00edc\u00ed <strong>Google Ads skripty<\/strong>:<\/p>\n<ul class=\"seznam-obrazkovy\">\n<li><a href=\"https:\/\/www.marketingppc.cz\/ppc-automatizace\/adwords-skript-kontrola-funkcnosti-url\/\" target=\"_blank\" rel=\"noopener noreferrer\">Link Checker<\/a>, kter\u00fd kontroluje chybov\u00e9 URL adresy. V&nbsp;p\u0159\u00edpad\u011b chyb po\u0161le e-mail. Doporu\u010duji nastavit hodinovou frekvenci.<\/li>\n<li><a href=\"https:\/\/www.petrjiranek.cz\/skore-kvality-v-adwords\/\" target=\"_blank\" rel=\"noopener noreferrer\">Skore kvality \u00fa\u010dtu, kampan\u00ed, sestav, KW<\/a>. Slou\u017e\u00ed hlavn\u011b jako p\u0159ehled k&nbsp;hl\u00edd\u00e1n\u00ed kvality \u00fa\u010dtu. M\u00e1te zde zaznamenan\u00fd historick\u00fd v\u00fdvoj od data m\u011b\u0159en\u00ed. M\u016f\u017eete si vytvo\u0159it graf, pochlubit se klientovi.<\/li>\n<li><a href=\"https:\/\/hanakobzova.cz\/adwords-skript-pro-kontrolu-rozpoctu\/\" target=\"_blank\" rel=\"noopener noreferrer\">Hl\u00edd\u00e1n\u00ed rozpo\u010dtu Google Ads<\/a> a&nbsp;<a href=\"https:\/\/hanakobzova.cz\/sklik-skript-pro-kontrolu-rozpoctu\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sklik<\/a>. P\u0159\u00edpadn\u011b <a href=\"https:\/\/www.rujzl.cz\/mcc-skript-kontrolu-rozpoctu-adwords-sklik\/\" target=\"_blank\" rel=\"noopener noreferrer\">kombinovan\u00fd MCC skript<\/a>. Hl\u00edd\u00e1 hospoda\u0159en\u00ed se stanovan\u00fdm rozpo\u010dtem na m\u011bs\u00edc. Nechte si pravideln\u011b zas\u00edlat e-mail.<\/li>\n<li><a href=\"https:\/\/developers.google.com\/google-ads\/scripts\/docs\/solutions\/account-anomaly-detector\" target=\"_blank\" rel=\"noopener noreferrer\">Hl\u00edd\u00e1n\u00ed anom\u00e1li\u00ed<\/a>. Hl\u00e1s\u00ed netypick\u00e9 ud\u00e1losti v&nbsp;Google Ads. Porovn\u00e1v\u00e1 sou\u010dasn\u00fd stav s&nbsp;nastaven\u00fdm obdob\u00edm. Narostl v\u00e1m prudce po\u010det proklik\u016f bez konverz\u00ed? Zkontrolujte si \u00fa\u010det. Mo\u017en\u00e1 do\u0161lo k&nbsp;nav\u00fd\u0161en\u00ed zobrazen\u00ed reklamy na mobilech, nebo h\u016f\u0159 &#8211; v&nbsp;aplikac\u00edch.<\/li>\n<li>Dal\u0161\u00ed inspiraci hledejte nap\u0159.&nbsp;na <a href=\"https:\/\/tyinternety.cz\/prirucka-marketera\/prirucka-marketera-prosli-jsme-400-adwords-skriptu-a-vybrali-23-ktere-davaji-smysl\/\" target=\"_blank\" rel=\"noopener noreferrer\">TyInternety.cz<\/a>.<\/li>\n<\/ul>\n<h3>Automatick\u00e1 pravidla<\/h3>\n<p>Nastavte si <strong>automatick\u00e1 pravidla<\/strong>. Minim\u00e1ln\u011b si nechte zas\u00edlat e-mailov\u00e1 upozorn\u011bn\u00ed u&nbsp;sestav, kter\u00e9 p\u0159es\u00e1hly nap\u0159.&nbsp;1000&nbsp;K\u010d a&nbsp;nep\u0159inesly \u017e\u00e1dnou konverzi. Doporu\u010duji nasadit i&nbsp;biddov\u00e1n\u00ed dle pln\u011bn\u00ed c\u00edle. Inspiraci hledejte nap\u0159.&nbsp;u&nbsp;<a href=\"https:\/\/www.danielnytra.cz\/ppc-kampane-automaticka-pravidla-pomahaji\/\" target=\"_blank\" rel=\"noopener noreferrer\">Daniela Nytry<\/a> nebo <a href=\"https:\/\/jirifila.cz\/5-automatickych-pravidel-ktera-vam-usetri-cas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ji\u0159\u00edho F\u00edly<\/a>.<\/p>\n<h3>Stanoven\u00ed c\u00edl\u016f<\/h3>\n<p>Stanovte s&nbsp;klientem c\u00edle. PNO, tr\u017eby, po\u010det objedn\u00e1vek, Brand, po\u010det odeslan\u00fdch formul\u00e1\u0159\u016f, n\u00e1v\u0161t\u011bvnost. Podle c\u00edl\u016f budete \u0159\u00eddit kampan\u011b. KPI mohou b\u00fdt i&nbsp;sekund\u00e1rn\u00ed &#8211; po\u010det lid\u00ed v&nbsp;newsletteru, sb\u011br publik, fanou\u0161ci na Facebooku a&nbsp;dal\u0161\u00ed.<\/p>\n<h3>Reportov\u00e1n\u00ed<\/h3>\n<p>Zave\u010fte <strong>reportov\u00e1n\u00ed<\/strong>. Klientovi ud\u011bl\u00e1te radost, kdy\u017e mu nastav\u00edte Google Data Studio. Zkuste za\u010d\u00edt s&nbsp;\u010dl\u00e1nkem\u00a0<a href=\"https:\/\/www.danielnytra.cz\/google-data-studio-nastaveni\/\" target=\"_blank\" rel=\"noopener noreferrer\">Vyu\u017eit\u00ed Google Data Studio do mrt\u011b<\/a>. Tam ale nekon\u010dete. Mrkn\u011bte na inspiraci n\u00ed\u017ee.<\/p>\n<p>D\u00e1le si nechte zas\u00edlat z&nbsp;Google Ads <strong>porovn\u00e1vac\u00ed report kampan\u00ed<\/strong>. M\u011bs\u00ed\u010dn\u00ed a&nbsp;meziro\u010dn\u00ed. Sloupce v&nbsp;rozhran\u00ed si nastavte tak, abyste m\u011bli zobrazen\u00e9 v\u0161echny podstatn\u00e9.<\/p>\n<h2 id=\"kRutinaPPC\">Opakovan\u00e9 rutiny v&nbsp;PPC<\/h2>\n<h3 id=\"kTydenniSpravaPPC\">T\u00fddenn\u00ed spr\u00e1va PPC<\/h3>\n<h4>Hl\u00edd\u00e1n\u00ed tr\u017eeb<\/h4>\n<p>Hl\u00eddejte si, zda <strong>nep\u0159ich\u00e1z\u00edte o&nbsp;tr\u017eby<\/strong>. Nap\u0159.&nbsp;filtrem nad sestavami v&nbsp;Google Ads: PNO pod 10&nbsp;% na pozic\u00edch ve spodn\u00ed \u010d\u00e1sti str\u00e1nky.<\/p>\n<p>P\u0159ehled si pak nechte zas\u00edlat na e-mail s&nbsp;t\u00fddenn\u00ed frekvenc\u00ed. (PNO mus\u00edte m\u00edt nastaven\u00e9 jako <strong>Vlastn\u00ed sloupec<\/strong> v&nbsp;Google Ads).<\/p>\n<h4>Hl\u00edd\u00e1n\u00ed stanoven\u00fdch c\u00edl\u016f<\/h4>\n<p>N\u011bkdy je t\u0159eba sestavu \u010di kampa\u0148 vypnout, nebo sn\u00ed\u017eit nab\u00eddku za proklik. I&nbsp;za cenu hor\u0161\u00edch pozic.<\/p>\n<h4>Pl\u00fdtv\u00e1n\u00ed kreditem<\/h4>\n<p>Sledujte, zda <strong>neutr\u00e1c\u00edte pen\u00edze na prod\u011ble\u010dn\u00fdch sestav\u00e1ch<\/strong>. Nap\u0159.&nbsp;filtrem u&nbsp;sestav: \u00datrata nad 1000&nbsp;K\u010d bez konverze za posledn\u00edch 180&nbsp;dn\u00ed. Op\u011bt si nechte zas\u00edlat e-mail.<\/p>\n<p>P\u0159\u00edpadn\u011b si m\u016f\u017eete nastavit Automatick\u00e9 pravidlo se stejnou funkc\u00ed. Doporu\u010duji pouze zasl\u00e1n\u00ed e-mailu. Za m\u011b lep\u0161\u00ed, ne\u017e bez rozmyslu nechat pravidlo, aby sestavu automaticky vypnulo.<\/p>\n<h4>Biddov\u00e1n\u00ed<\/h4>\n<p>Nem\u00e1te-li nastavena automatick\u00e1 pravidla na biddov\u00e1n\u00ed sestav, nezapome\u0148te hl\u00eddat pozice, cenu za proklik a&nbsp;pln\u011bn\u00ed c\u00edl\u016f. Minim\u00e1ln\u011b se ale inspirujte nap\u0159.&nbsp;u&nbsp;zm\u00edn\u011bn\u00e9ho <a href=\"https:\/\/www.danielnytra.cz\/ppc-kampane-automaticka-pravidla-pomahaji\/\" target=\"_blank\" rel=\"noopener noreferrer\">Daniela Nytry<\/a>. Ur\u010dit\u011b se v\u00e1m n\u011bkter\u00fd z&nbsp;jeho tip\u016f bude hodit ;-).<\/p>\n<h4>Kontrola kreditu<\/h4>\n<p>Zn\u00ed to jako banalita, ale ohl\u00eddejte si <strong>kredit<\/strong> (pokud nem\u00e1te nastaven\u00e9 automatick\u00e9 platby). Vyu\u017e\u00edt m\u016f\u017eete nap\u0159.&nbsp;<a href=\"https:\/\/napoveda.seznam.cz\/cz\/klientska-zona\/nastaveni-kz\/kz-pokles-kreditu\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pravidla v&nbsp;klientsk\u00e9 z\u00f3n\u011b pro Sklik<\/a>, \u010di <a href=\"https:\/\/play.google.com\/store\/apps\/details?id=com.google.android.apps.adwords&amp;hl=cs\" target=\"_blank\" rel=\"noopener noreferrer\">aplikaci Google Ads na mobil<\/a>, kter\u00e1 um\u00ed upozornit na doch\u00e1zej\u00edc\u00ed kredit, nebo jeho vy\u010derp\u00e1n\u00ed.<\/p>\n<h4>Kontrola notifikac\u00ed<\/h4>\n<p>Zd\u00e1 se jako samoz\u0159ejmost, ale i&nbsp;v&nbsp;\u00fa\u010dtu se daj\u00ed snadno p\u0159ehl\u00e9dnout. Minim\u00e1ln\u011b v&nbsp;Skliku. P\u0159ehl\u00e9dnete tak nap\u0159.&nbsp;<a class=\"kotva\" href=\"#kZamitnuteReklamy\">zam\u00edtnut\u00e9 reklamy<\/a>.<\/p>\n<h3 id=\"kMesicniSpravaPPC\">M\u011bs\u00ed\u010dn\u00ed spr\u00e1va PPC<\/h3>\n<h4>Vyhled\u00e1vac\u00ed dotazy<\/h4>\n<p>Dle velikosti \u00fa\u010dtu \u0159e\u0161te na p\u016flro\u010dn\u00ed a\u017e t\u0159eba t\u00fddenn\u00ed b\u00e1zi. Postupem \u010dasu, kdy\u017e m\u00e1te kampan\u011b v\u00edce vylad\u011bn\u00e9, m\u016f\u017eete interval prodlu\u017eovat. V\u017edy ale kontrolujte vyhled\u00e1vac\u00ed dotazy u&nbsp;nov\u00e9 kampan\u011b.<\/p>\n<p>Na z\u00e1klad\u011b kontroly dotaz\u016f:<\/p>\n<ul class=\"seznam-obrazkovy\">\n<li>P\u0159id\u00e1vejte <strong>vylu\u010duj\u00edc\u00ed slova<\/strong>, a\u0165 neutr\u00e1c\u00edte za nerelevantn\u00ed reklamu. Z\u00e1rove\u0148 si aktualizujte svoji vlastn\u00ed <strong>datab\u00e1zi vylu\u010duj\u00edc\u00edch slov<\/strong>. Vyu\u017e\u00edvejte <strong>Seznamy vylu\u010duj\u00edc\u00edch kl\u00ed\u010dov\u00fdch slov<\/strong> v&nbsp;Google Ads. Stejn\u011b tak s&nbsp;<strong>Um\u00edst\u011bn\u00edmi<\/strong> pro Obsahovou s\u00ed\u0165.<\/li>\n<li>Tvo\u0159te <strong>nov\u00e9 sestavy \/ kampan\u011b<\/strong>. Na relevantn\u00ed dotazy (proklik\u00e1van\u00e9, ide\u00e1ln\u011b i&nbsp;takov\u00e9, kter\u00e9 p\u0159in\u00e1\u0161ej\u00ed prodeje) tvo\u0159te extra sestavy s&nbsp;inzer\u00e1ty na m\u00edru. Dostanete tak kvalitn\u00ed reklamu, p\u0159esn\u011b zac\u00edlenou. PPC syst\u00e9my se v\u00e1m odm\u011bn\u00ed levn\u011bj\u0161\u00ed cenou za proklik d\u00edky vy\u0161\u0161\u00edmu CTR inzer\u00e1t\u016f.<\/li>\n<\/ul>\n<p class=\"odstavec-rada\"><i class=\"fa fa-lightbulb-o fa-3x fa-pull-left\" aria-hidden=\"true\"><!-- icon --><\/i>Kontrolujte vyhled\u00e1vac\u00ed dotazy nejen u&nbsp;Search kampan\u00ed, ale i&nbsp;u&nbsp;<strong>DSA<\/strong> a&nbsp;<strong>PLA<\/strong>. Pro usnadn\u011bn\u00ed spr\u00e1vy a&nbsp;hl\u00edd\u00e1n\u00ed trend\u016f vyzkou\u0161ejte <a href=\"https:\/\/blog.seznam.cz\/2018\/06\/automatizace-skliku-dva-nove-skripty\/\" target=\"_blank\" rel=\"noopener noreferrer\">skript pro Sklik<\/a>.<\/p>\n<h4>Pozice kl\u00ed\u010dov\u00fdch slov<\/h4>\n<p>Op\u011bt doporu\u010duji p\u0159ehled v&nbsp;Google Ads s&nbsp;pravideln\u00fdm zas\u00edl\u00e1n\u00edm do e-mailu. Zaj\u00edmaj\u00ed v\u00e1s minim\u00e1ln\u011b konverze, hodnota konverz\u00ed, pozice, PNO.<\/p>\n<p>V Excelu \u010di Google Docs si pak vyfiltrujte kl\u00ed\u010dov\u00e1 slova s&nbsp;nejlep\u0161\u00edm v\u00fdkonem a&nbsp;zkontrolujte pozice. M\u016f\u017eete pak nap\u0159.&nbsp;zv\u00fd\u0161it maxim\u00e1ln\u00ed cenu za proklik, nebo vytvo\u0159it extra sestavu pro v\u00fdkonn\u00e9 slovo.<\/p>\n<p>P\u0159ehled slou\u017e\u00ed naopak i&nbsp;pro zji\u0161t\u011bn\u00ed nev\u00fdkonn\u00fdch kl\u00ed\u010dov\u00fdch slov (se\u0159ad\u00edte dle ceny).<\/p>\n<p class=\"odstavec-vystraha\"><i class=\"fa fa-exclamation-triangle fa-3x fa-pull-left\" aria-hidden=\"true\"><!-- icon --><\/i> Pozor na to, \u017ee v&nbsp;Google Ads ji\u017e nen\u00ed dostupn\u00e1 metrika Pr\u016fm\u011brn\u00e1 pozice ve vyhled\u00e1v\u00e1n\u00ed. M\u016f\u017eete pou\u017e\u00edt nap\u0159.&nbsp;M\u00edra zobrazen\u00ed naho\u0159e ve vyhled\u00e1v\u00e1n\u00ed (1.&nbsp;a\u017e 4.&nbsp;pozice), M\u00edra zobrazen\u00ed zcela naho\u0159e ve vyhled\u00e1v\u00e1n\u00ed (1.&nbsp;a\u017e 4.&nbsp;pozice).<\/p>\n<h4>Pozice TOP kl\u00ed\u010dov\u00fdch slov<\/h4>\n<p>Velmi podobn\u00fd p\u0159ehled, jako v\u00fd\u0161e, ale u\u017e v\u00e1s zaj\u00edmaj\u00ed jen konkr\u00e9tn\u00ed kl\u00ed\u010dov\u00e1 slova. V&nbsp;Google Ads si je ozna\u010dte \u0161t\u00edtkem. Tento report pak m\u016f\u017ee chodit i&nbsp;klientovi.<\/p>\n<p>M\u00e1te-li Collabim, zkuste jednor\u00e1zovou anal\u00fdzu s&nbsp;n\u00e1zvem PPC anal\u00fdza. Anal\u00fdza vygeneruje inzer\u00e1ty, kter\u00e9 spou\u0161t\u00ed dan\u00e1 kl\u00ed\u010dov\u00e1 slova a&nbsp;pozice. Um\u00ed uk\u00e1zat i&nbsp;to, zda se na kl\u00ed\u010dov\u00e1 slova zobrazuj\u00ed va\u0161i konkurenti.<\/p>\n<h4>Skore kvality<\/h4>\n<p>Hl\u00eddejte <strong>Skore kvality<\/strong> \u00fa\u010dtu, kampan\u00ed sestav, kl\u00ed\u010dov\u00fdch slov.<\/p>\n<p>Pomo\u017ete si skripty:<\/p>\n<ul class=\"seznam-obrazkovy\">\n<li><a href=\"https:\/\/www.petrjiranek.cz\/skore-kvality-v-adwords\/\" target=\"_blank\" rel=\"noopener noreferrer\">Skore kvality \u00fa\u010dtu, kampan\u00ed, sestav, KW<\/a>. Slou\u017e\u00ed hlavn\u011b jako p\u0159ehled k&nbsp;hl\u00edd\u00e1n\u00ed kvality \u00fa\u010dtu. M\u00e1te zde zaznamenan\u00fd historick\u00fd v\u00fdvoj od data m\u011b\u0159en\u00ed. M\u016f\u017eete si vytvo\u0159it graf, pochlubit se klientovi.<\/li>\n<li><a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/10JTG3q0K8OXlghH2jQzYm9qS3kkIhG5iM5qQ4PVyHU0\/edit#gid=1902086395\">Anal\u00fdza slo\u017eek skore kvality<\/a>. Super skript, kter\u00fd analyzuje kvality vstupn\u00edch str\u00e1nek, relevance a&nbsp;o\u010dek\u00e1ven\u00e9ho CTR. Rychle tak zjist\u00edte, zda u&nbsp;kampan\u011b m\u00e1te zm\u011bnit \/ zlep\u0161it vstupn\u00ed str\u00e1nku, zkontrolovat dotazy a&nbsp;doplnit vylu\u010duj\u00edc\u00ed slova, zatraktivnit reklamn\u00ed inzer\u00e1ty.<\/li>\n<\/ul>\n<h4>Kvalita n\u00e1v\u0161t\u011bv a&nbsp;um\u00edst\u011bn\u00ed<\/h4>\n<p>Sledujte kvalitu n\u00e1v\u0161t\u011bv z&nbsp;PPC reklam. P\u0159edev\u0161\u00edm D\u00e9lku str\u00e1venou na webu, Po\u010det str\u00e1nek na 1 relaci, p\u0159\u00edpadn\u011b Bounce rate. Zam\u011b\u0159te se na problematick\u00e9 kampan\u011b. Analogicky s&nbsp;um\u00edst\u011bn\u00edmi. Weby, kter\u00e9 p\u0159in\u00e1\u0161ej\u00ed nekvalitn\u00ed n\u00e1v\u0161t\u011bvnost, vylu\u010dujte. Budujte seznam vylu\u010duj\u00edc\u00edch web\u016f i&nbsp;t\u011bch, kter\u00e9 v\u00e1m vyd\u011bl\u00e1vaj\u00ed pen\u00edze.<\/p>\n<h4>Ztracen\u00e1 zobrazen\u00ed<\/h4>\n<p>Hl\u00eddejte si jak rozpo\u010det, tak hodnocen\u00ed reklamy. Mal\u00fd po\u010det zobrazen\u00ed \u00fazce souvis\u00ed se Skore kvality.<\/p>\n<h4>Kontrola Google Merchant Center<\/h4>\n<p>V Merchant Center sledujte p\u0159edev\u0161\u00edm chyby a&nbsp;upozorn\u011bn\u00ed. Sna\u017ete se na n\u011b reagovat. Ov\u011b\u0159te i&nbsp;to, zda v\u00e1m chod\u00ed upozorn\u011bn\u00ed na e-mail. P\u0159eci jen, do MC nechod\u00edte po\u0159\u00e1d a&nbsp;m\u011bs\u00edc zam\u00edtnut\u00fd \u00fa\u010det nen\u00ed nic, o&nbsp;co byste st\u00e1li.<\/p>\n<p>V p\u0159\u00edpad\u011b pot\u00ed\u017e\u00ed <a href=\"https:\/\/support.google.com\/merchants\/contactflow?hl=cs\" target=\"_blank\" rel=\"noopener noreferrer\">zkontaktujte podporu Google Ads<\/a>.<\/p>\n<h4>Doporu\u010den\u00ed z&nbsp;Google Ads<\/h4>\n<p>Kontrolujte Doporu\u010den\u00ed v&nbsp;rozhran\u00ed Google Ads. Samoz\u0159ejm\u011b ne v\u0161echny tipy jsou vhodn\u00e9, ale \u010dasto jsou zde velmi u\u017eite\u010dn\u00e9 n\u00e1vrhy. Nap\u0159.&nbsp;mo\u017enost vyu\u017eit\u00ed strategie CPA pro n\u011bkter\u00e9 kampan\u011b.<\/p>\n<h3 id=\"kKvartalniSpravaPPC\">Kvart\u00e1ln\u00ed spr\u00e1va PPC<\/h3>\n<h4>Optimalizace\u00a0reklamn\u00edch inzer\u00e1t\u016f<\/h4>\n<p>\u010c\u00edm lep\u0161\u00ed text, t\u00edm v\u00edce na v\u00e1s budou lidi klikat. A&nbsp;za ni\u017e\u0161\u00ed n\u00e1klady. Proto pou\u017e\u00edvejte A\/B testov\u00e1n\u00ed reklam &#8211; minim\u00e1ln\u011b 2 inzer\u00e1ty na reklamn\u00ed sestavu.<\/p>\n<p>Optimalizace spo\u010d\u00edv\u00e1 v&nbsp;p\u0159id\u00e1v\u00e1n\u00ed inzer\u00e1t\u016f a&nbsp;vyp\u00edn\u00e1n\u00ed nev\u00fdkonn\u00fdch. P\u0159i vytv\u00e1\u0159en\u00ed reklamy se inspirujte od konkurence &#8211; \u010c\u00edm ji p\u0159ekonat? Co m\u00e1me lep\u0161\u00ed? M\u00e1me tak\u00e9 dopravu zdarma, zbo\u017e\u00ed skladem?<\/p>\n<p>Krom\u011b textov\u00fdch inzer\u00e1t\u016f se testov\u00e1n\u00ed t\u00fdk\u00e1 i&nbsp;banner\u016f a&nbsp;dal\u0161\u00edch form\u00e1t\u016f.<\/p>\n<p class=\"odstavec-poznamka\"><i class=\"fa fa-paperclip fa-3x fa-pull-left\" aria-hidden=\"true\"><!-- icon --><\/i>Velmi zaj\u00edmav\u00fdm t\u00e9matem jsou Responzivn\u00ed obsahov\u00e9 reklamy a&nbsp;Responzivn\u00ed reklamy ve vyhled\u00e1v\u00e1n\u00ed, kter\u00e9 do budoucna tuto \u010d\u00e1st spr\u00e1vy ppc\u010dkar\u016fm vezmou. P\u0159\u00edpadn\u011b m\u016f\u017ee optimalizace prob\u00edhat formou p\u0159id\u00e1v\u00e1n\u00ed nadpis\u016f a&nbsp;obr\u00e1zk\u016f do reklam.<\/p>\n<h4>C\u00edlov\u00e9 str\u00e1nky<\/h4>\n<p>Report <strong>c\u00edlov\u00fdch str\u00e1nek<\/strong>. Hl\u00eddejte si vstupn\u00ed str\u00e1nky. P\u0159edev\u0161\u00edm ty s&nbsp;nejv\u011bt\u0161\u00ed n\u00e1v\u0161t\u011bvnost\u00ed. A&nbsp;ptejte se, pro\u010d nejnav\u0161t\u011bvovanej\u0161\u00ed str\u00e1nka nep\u0159in\u00e1\u0161\u00ed konverze. T\u0159eba chyb\u00ed CTA nebo popis kategorie.<\/p>\n<p>Pom\u016f\u017ee:<\/p>\n<ul class=\"seznam-obrazkovy\">\n<li>Report c\u00edlov\u00fdch str\u00e1nek Google Ads,<\/li>\n<li>Report vstupn\u00edch str\u00e1nek Google Analytics. Zde nav\u00edc vid\u00edte n\u00e1v\u0161t\u011bvnost ze v\u0161ech zdroj\u016f, v\u010d. doby str\u00e1ven\u00e9 na str\u00e1nce.<\/li>\n<\/ul>\n<h4>Multiplik\u00e1tor<\/h4>\n<p>Kontrolujte v\u00fdkon na jednotliv\u00fdch za\u0159\u00edzen\u00edch. V&nbsp;Google Analytics, nebo z&nbsp;report\u016f PPC syst\u00e9m\u016f. T\u0159eba zjist\u00edte, \u017ee m\u00e1te potla\u010den\u00e9 mobily, kter\u00e9 ale d\u00edky levn\u011bj\u0161\u00ed cen\u011b za proklik ve v\u00fdsledku d\u011blaj\u00ed v\u011bt\u0161\u00ed v\u00fdkon, ne\u017e desktop.<\/p>\n<p>Ov\u011b\u0159te si, v&nbsp;kter\u00fdch dnech v\u00e1m reklama nejv\u00edce funguje. Zkuste o&nbsp;p\u00e1r procent zv\u00fd\u0161it cenu za proklik. Typicky nejlep\u0161\u00ed je za\u010d\u00e1tek t\u00fddne. Pozor ale, a\u0165 m\u00e1te dostatek dat.<\/p>\n<h4>Dotazy z&nbsp;organick\u00e9ho vyhled\u00e1v\u00e1n\u00ed<\/h4>\n<p>Sledujte <strong>dotazy z&nbsp;organick\u00e9ho vyhled\u00e1v\u00e1n\u00ed:<\/strong><\/p>\n<ul class=\"seznam-obrazkovy\">\n<li>ze Search Console,<\/li>\n<li>z Google Analytics,<\/li>\n<li>Google Ads (z&nbsp;p\u0159ehledu Placen\u00e9 a&nbsp;organick\u00e9 vyhled\u00e1v\u00e1n\u00ed).\u00a0Nev\u00fdhodou je, \u017ee do reportu nelze zahrnout sloupce t\u00fdkaj\u00edc\u00ed se konverz\u00ed.<\/li>\n<\/ul>\n<p>Objev\u00edte zde nap\u0159.&nbsp;p\u0159\u00edle\u017eitosti pro inzerci (kl\u00ed\u010dov\u00e1 slova, na kter\u00e1 neinzerujete, ale jste vid\u011bt v&nbsp;p\u0159ilozen\u00fdch v\u00fdsledc\u00edch).<\/p>\n<h4>Geografick\u00e9 p\u0159ehledy<\/h4>\n<p><strong>Zem\u011bpisn\u00fd p\u0159ehled<\/strong> Google Ads, \u010di <strong>Geografick\u00e9 \u00fadaje<\/strong> v&nbsp;Google Analytics. M\u00e1te-li klienta, kde v\u00e1s zaj\u00edm\u00e1 lokalita, vyu\u017eijte. Op\u011bt si nechte zas\u00edlat na e-mail.<\/p>\n<p>V Google Ads vyzkou\u0161ejte i&nbsp;p\u0159ehled Vzd\u00e1lenost &#8211; report v\u00fdkonu dle vzd\u00e1lenosti od va\u0161\u00ed provozovny.<\/p>\n<p class=\"odstavec-rada\"><i class=\"fa fa-lightbulb-o fa-3x fa-pull-left m-t--10\" aria-hidden=\"true\"><!-- icon --><\/i>Pro v\u011bt\u0161\u00ed p\u0159ehlednost si nad daty ud\u011blejte kontingen\u010dn\u00ed tabulku.<\/p>\n<h3 id=\"kPulrocniSpravaPPC\">P\u016flro\u010dn\u00ed spr\u00e1va PPC<\/h3>\n<h4>Roz\u0161\u00ed\u0159en\u00ed<\/h4>\n<p>Ohl\u00eddejte si v\u00fdkon <strong>roz\u0161\u00ed\u0159en\u00ed<\/strong>. Od Mark\u00e9ty Kab\u00e1tov\u00e9 si nechte poradit <a href=\"http:\/\/markeeting.cz\/je-mozne-optimalizovat-sitelinky-ano\/\" target=\"_blank\" rel=\"noopener noreferrer\">jak optimalizovat sitelinky<\/a>.<\/p>\n<h4>Kontrola stavov\u00fdch k\u00f3d\u016f<\/h4>\n<p>Vyexportujte si z&nbsp;Google Ads Editoru inzer\u00e1ty + roz\u0161\u00ed\u0159en\u00ed o&nbsp;sitelinky. Zkontrolujte aktu\u00e1lnost URL adres. Tak\u00e9 pro jistotu projd\u011bte <strong>stavov\u00e9 k\u00f3dy<\/strong>. Nap\u0159.&nbsp;p\u0159es <a href=\"https:\/\/help.marketingminer.com\/cs\/article\/kontrola-stavovych-kodu-a-presmerovani-w08ejz\/\" target=\"_blank\" rel=\"noopener noreferrer\">MarketingMiner a&nbsp;funkci Status Code,<\/a> \u010di p\u0159es TXT soubor v&nbsp;Xenu.<\/p>\n<h4>Kontrola PPC skript\u016f<\/h4>\n<p>Jednou za \u010das kontrolujte skripty. Zda jsou funk\u010dn\u00ed, nehl\u00e1s\u00ed chyby, maj\u00ed dostate\u010dn\u00fd po\u010det bun\u011bk v&nbsp;spreadsheetech.<\/p>\n<h4>Negativn\u00ed kl\u00ed\u010dov\u00e1 slova<\/h4>\n<p>Projd\u011bte negativn\u00ed kl\u00ed\u010dov\u00e1 slova. Na \u00farovni kampan\u011b i&nbsp;sestav. M\u016f\u017eete je snadno vyexportovat z&nbsp;Google Ads Editoru. Zkontrolujte, zda nevznikly kolize kl\u00ed\u010dov\u00fdch slov &#8211; projd\u011bte upozorn\u011bn\u00ed a&nbsp;doporu\u010den\u00ed v&nbsp;rozhran\u00ed Google Ads.<\/p>\n<h3 id=\"kRocniSpravaPPC\">Ro\u010dn\u00ed spr\u00e1va PPC<\/h3>\n<h4>Publika<\/h4>\n<p>Kontrolujte platnost a&nbsp;funk\u010dnost remarketingov\u00fdch seznam\u016f a&nbsp;kombinac\u00ed:<\/p>\n<ul class=\"seznam-obrazkovy\">\n<li>zda sed\u00ed d\u00e9lka publika s&nbsp;n\u00e1zvem,<\/li>\n<li>URL adresy jsou st\u00e1le platn\u00e9.<\/li>\n<\/ul>\n<p>To, \u017ee je n\u011bco \u0161patn\u011b, odhal\u00edte nulovou, p\u0159\u00edpadn\u011b velmi malou velikost\u00ed seznamu.<\/p>\n<h4>Duplicitn\u00ed kl\u00ed\u010dov\u00e1 slova<\/h4>\n<p>Kontrolujte, zda nekonkurujete sami sob\u011b. Pomo\u017ete si <a href=\"https:\/\/searchengineland.com\/want-see-search-query-appearing-different-ad-groups-265616\" target=\"_blank\" rel=\"noopener noreferrer\">skriptem<\/a> a&nbsp;funkc\u00ed v&nbsp;Google Ads Editoru.<\/p>\n<h4>Market Share<\/h4>\n<p>Porovnejte pod\u00edl zobrazen\u00ed kl\u00ed\u010dov\u00fdch slov s&nbsp;konkurenty na prvn\u00ed str\u00e1nce ve vyhled\u00e1v\u00e1n\u00ed. Vyu\u017eijte Statistiky aukc\u00ed v&nbsp;Google Ads, nebo funkci od Collabimu.<\/p>\n<h4>Ov\u011b\u0159en\u00ed aktu\u00e1lnosti stanoven\u00fdch c\u00edl\u016f<\/h4>\n<p>Ov\u011b\u0159te si s&nbsp;klientem, \u017ee c\u00edle, podle kter\u00fdch \u0159\u00edd\u00edte reklamu, st\u00e1le plat\u00ed. Mohla se zm\u011bnit mar\u017ee, cena za dopravu, n\u00e1klady na balen\u00ed, apod. Kampan\u011b by mohly b\u00fdt prod\u011ble\u010dn\u00e9.<\/p>\n<h4>Ro\u010dn\u00ed vyhodnocen\u00ed<\/h4>\n<p>Vyhodno\u0165te cel\u00fd rok. Porovnejte s&nbsp;p\u0159edchoz\u00edm. Stanovte dal\u0161\u00ed kroky &#8211; pl\u00e1n na p\u0159\u00ed\u0161t\u00ed obdob\u00ed.<\/p>\n<h2 id=\"kNahodilaSpravaPPC\">Nahodil\u00e9 PPC \u010dinnosti<\/h2>\n<h3 id=\"kZamitnuteReklamy\">Oprava zam\u00edtnut\u00fdch reklam<\/h3>\n<p>Kontrolujte upozorn\u011bn\u00ed v&nbsp;Google Ads i&nbsp;Skliku.<\/p>\n<p>Ohl\u00eddejte si mj.:<\/p>\n<ul class=\"seznam-obrazkovy\">\n<li>nep\u0159irozen\u00e1 velk\u00e1 p\u00edsmena ve v\u011bt\u00e1ch (typicky doprava <strong>Z<\/strong>darma u&nbsp;Skliku),<\/li>\n<li>ochrann\u00e9 zn\u00e1mky (hlavn\u011b u&nbsp;produktov\u00fdch kampan\u00ed, nap\u0159.&nbsp;v&nbsp;PPC Bee),<\/li>\n<li>text v&nbsp;obr\u00e1zc\u00edch u&nbsp;responzivn\u00edch (kombinovan\u00fdch) reklam.<\/li>\n<\/ul>\n<p>Ov\u011b\u0159te si, \u017ee informace o&nbsp;blokaci inzer\u00e1t\u016f a&nbsp;roz\u0161\u00ed\u0159en\u00edch reklam chod\u00ed na spr\u00e1vn\u00e9 e-maily.<\/p>\n<h3>Zav\u00e1d\u011bn\u00ed novinek<\/h3>\n<p>P\u0159ibude nap\u0159.&nbsp;nov\u00e9 <strong>roz\u0161\u00ed\u0159en\u00ed<\/strong>, nebo nov\u00fd typ reklamn\u00edch inzer\u00e1t\u016f. M\u00e1-li pro v\u00e1s smysl, nasa\u010fte co nejd\u0159\u00edve. Z\u00edsk\u00e1te body p\u0159ed konkurenc\u00ed. Typicky vy\u0161\u0161\u00ed m\u00edrou prokliku na v\u00e1\u0161 inzer\u00e1t.<\/p>\n<h2 id=\"kZaver\">Z\u00e1v\u011br<\/h2>\n<p>Pravideln\u00e1 spr\u00e1va PPC nejen zvy\u0161uje v\u00fdkon kampan\u00ed, ale pom\u00e1h\u00e1 i&nbsp;p\u0159edch\u00e1zet probl\u00e9m\u016fm.<\/p>\n<p class=\"odstavec-dulezite\">D\u011bl\u00e1te v\u0161echny PPC rutiny? Ud\u011blejte si audit v&nbsp;n\u00e1stroji <a href=\"https:\/\/tool.marketingmapy.com\/sign-up\" target=\"_blank\" rel=\"noopener noreferrer\">Marketingov\u00e9 mapy<\/a>. Z\u00e1kladn\u00ed verze zdarma.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nesta\u010d\u00ed PPC reklamu jen spustit a&nbsp;nechat b\u011b\u017eet. Co v\u0161echno obn\u00e1\u0161\u00ed spr\u00e1va a&nbsp;optimalizace PPC kampan\u00ed? Jak \u010dasto reklamu optimalizovat? Pono\u0159te se do PPC sv\u011bta, nastavte si rutiny, inspirujte se.<\/p>\n","protected":false},"author":6,"featured_media":2019,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[45,43,44],"class_list":["post-1999","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-clanky","tag-google-ads","tag-ppc-rutina","tag-sklik"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Spr\u00e1va PPC kampan\u00ed - co d\u011blat a jak \u010dasto? - Marketing Mapy<\/title>\n<meta name=\"description\" content=\"Co v\u0161echno obn\u00e1\u0161\u00ed spr\u00e1va a optimalizace PPC kampan\u00ed? Jak \u010dasto reklamu optimalizovat? 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